fashion production

Content production and strategy for product launch

COMPANY

Matriarchy

ROLE

Head of Content

EXPERTISE

Product marketing

YEAR

2021

Project description

A dynamic product shoot for a limited-edition Matriarchy the Label drop, where I led creative strategy, production logistics, and hiring to bring a bold, feminine vision to life. The collection featured two statement two-piece sets, designed to drive direct-to-consumer sales via social media and eCommerce.

Timeline

Completed across a two-week production cycle in 2020.

Background

Matriarchy the Label was preparing to launch a mini drop featuring two coordinated two-piece sets and needed clean, compelling product images that showcased fit, texture, and styling versatility. As the brand’s content lead, I was tasked with producing a content shoot optimized for eCommerce—focused on capturing a full suite of product shots (front, back, detail, movement) for the website, alongside lifestyle content for organic and paid social. The priority was to execute a high-impact shoot that aligned with brand identity while driving online conversions.

Process

This category details the step-by-step approach taken during the project, including research, planning, design, development, and optimization phases.

Shotlist & Creative Direction

I developed a detailed shotlist based on website layout needs, product features, and ad placement formats. The creative strategy prioritized clarity, consistency, and visual storytelling across carousel shots, close-ups, and styled lifestyle moments.

Crew & Model Coordination

Sourced models and a small production team (photographer, assistant, stylist) with an emphasis on efficiency and cost-effectiveness. Ensured the models reflected the brand’s aesthetic and the pieces’ target audience.

On-Set Production Management

Managed logistics including location, lighting setup, wardrobe prep, and pacing. Oversaw the execution of shotlists to ensure all required product angles and variations were captured for web upload and campaign use.

Asset Organization & Rollout

Curated selects, coordinated editing, and delivered all content categorized by product SKU. Uploaded optimized assets for web and developed the rollout timeline across Instagram, email, and paid ads.

fashion production
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fashion production
End-to-end production management.
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End-to-end production management.
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End-to-end production management.
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Results

3x Increase in Product Page Engagement

Within the first month of launch, the new product imagery led to a 3x increase in average time spent on product pages, indicating stronger customer interest and improved content performance.

2.5x Conversion Rate Boost for Featured Sets

The two-piece sets featured in the shoot saw a 2.5x increase in conversion rate compared to previous product launches.

Cross-Channel Content Utilization

Assets from the shoot were repurposed across 5+ touchpoints—including the website, Instagram grid, paid ads, and email marketing. This resulted in a cohesive customer experience and saved the brand time and resources.

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